How Out-of-Home Advertising is Shifting the Advertising Paradigm
Why out-of-home advertising is no longer a one-size-fits-all marketing strategy
When you think of out-of-home advertising, your mind probably drifts to those aging billboards you see passing by along the highway. And while those old-school relics do fall into the realm of out-of-home marketing, there is actually much more to it. Essentially, the term out-of-home advertising can be applied to anything that can be used as a marketing canvas. Mobile devices, Time Square, digital signage, you name it. And for marketers looking to optimize their ad spend and target specific audiences, out-of-home advertising has become a necessity.
“So the notion of being able to attribute value to out-of-home exposure is something that, um, is really, um, driving that interest….the ability of the out-of-home media to actually deliver a very powerful amplification effect on other types of media. Right? So we’re creating this very diverse marketing mix we’re out of home is being introduced into the digital paradigm. It is a very different type of media, but it has this tremendous effect of being able to double before once-off display mobile CTV, et cetera. So, um, that is obviously very, very attractive and very compelling for, um, omni-channel and digital buyers.”
Meet Kate Goldvasser, the Head of Programmatic for AdQuick, which many believe is the easiest and most efficient way for marketers to buy outdoor advertising. On a recent episode of Marketing Trends, Kate dives into the intricacies of programmatic marketing, including why programmatic marketing is forcing the industry into a more measurable and effective type of advertising. Plus, Kate describes how AdQuick is bringing transparency to outdoor advertising.
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